Speaker: Marissa Volkman, Project Manager, GLP Films
Marissa Volkman’s presentation, more of a visual storytelling masterclass, looked into the power of strategic storytelling in promoting sustainable travel and positioning hotels as ideal destinations for soft adventure and responsible travelers. Through striking visuals and clear narrative structure, she unpacked how stories can be used not just to market a place, but to connect deeply with travelers who seek meaning and authenticity in their journeys.
She outlined the essential elements that form the backbone of compelling storytelling. First, she stressed the importance of clearly defining the objective, specifically, to attract the growing niche of soft adventure enthusiasts and responsible travelers. These are travelers who aren’t just looking for accommodation but are drawn to experiences that are immersed in nature, culture, and community.
Marissa emphasized the value of spotlighting outdoor, nature-based, and cultural activities within the narrative, ensuring that the story evokes a sense of discovery and purpose. She encouraged the use of relatable characters or figures within the story, who can guide the audience and offer a human connection that makes the message more engaging and memorable.
A particularly powerful point was the idea of positioning a destination within its broader context, insisting on the importance of telling the story of the place, the landscape, and the people that surround it. She further added that highlighting what makes the environment unique and the cultural context distinctive adds depth to the storytelling and aligns with the values of today’s conscious travelers.
Through her session, Marissa effectively illustrated how a well-told story can serve as a strategic tool, not only to capture attention, but also to foster emotional connection, communicate values, and elevate sustainable travel experiences in a way that feels both aspirational and authentic.